How CMOs Can Succeed with Mobile Marketing


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Based on "Mobile Marketing: An Hour a Day," this webinar provides an overview of how CMOs can succeed with mobile marketing and the key ingredients involved in developing a successful mobile strategy (with Rachel Pasqua).

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How CMOs Can Succeed with Mobile Marketing

  1. 1. How CMOs Can SucceedWith Mobile MarketingFebruary 12, 2013MMA Webinar SeriesSponsored by:
  2. 2. • Simply put, it’s huge.• Smartphones and tablets now make uproughly 10%-20% of visits to the website.• The pressure is on for CMOs tounderstand mobile and make wiseinvestments.Why should CMOs care about mobile?2
  3. 3. • The key to success lies in understandingyour customers and how they use mobileacross every phase of the customerjourney.• Today, we’ll discuss the benefits of astrategic approach to mobile and keytactics to bring your strategy to fruition.Why should CMOs care about mobile?3
  4. 4. • The 2013 Mobile Landscape• What CMOs need to know aboutmobile strategy• What CMOs need to know aboutmobile tacticsAgenda4
  5. 5. Today’s SpeakersNoah ElkinPrincipal BeckerManaging Director, North AmericaMobile Marketing PasquaVP, MobileiCrossing, a Hearst online at
  6. 6. Q&ADon’t forget to Tweet aboutthis session using hashtags:#MMAWeb and #CMOMobile6
  7. 7. The 2013 Mobile Landscape:Consumers Take Control
  8. 8. Mobile is the latest stage in the evolution of media.Smart devices have revolutionized not only how wecommunicate, socialize, stay informed and entertainourselves, but also how much and how often.What’s at stake here: Your audience50s 60s 80s 90s 00s70s 10s8
  9. 9. Smart device adoption is driving audience shift2012 115.8M users 79.1M users2013 137.5M users 108.6M users2014 157.7M users 129.0M users2015 176.3M users 143.2M users2016 192.4M users 154.5M usersSource: eMarketer, Aug 2012 Source: eMarketer, Dec 20129
  10. 10. • Smart devicesare at the centerof audiencemultitasking• Multitaskingraises thequestion: What isthe first screentoday?
  11. 11. Say goodbye to the traditional couch potato11
  12. 12. • Time spent withmobile is growing at14 times the rate ofthe desktop web• Mobile and desktopcould potentiallyachieve parity withina few years at thecurrent trajectoryMobile occupies more of our time than ever12
  13. 13. • In markets withhigh smart devicepenetration suchas North America,mobile’s share ofweb traffic isapproaching 30%Time spent is not the only way to measure the shifttoward mobile13
  14. 14. Internet access is increasingly mobile –everywhere in the worldMiddle East& AfricaAPACNorthAmericaE. Europe W. EuropeLatinAmericaWorldwide2012 90% 75% 50% 45% 41% 39% 63%2013 93% 82% 58% 57% 53% 49% 71%2014 95% 87% 64% 70% 65% 59% 78%2015 95% 90% 70% 79% 78% 69% 84%2016 96% 93% 75% 86% 88% 77% 88%0%20%40%60%80%100%Mobile Internet as a % of Internet UsersSource: eMarketer, April 201214
  15. 15. Net result: Mobile is becoming the new desktop15
  16. 16. • By 2016, tabletswill account for70% ofmcommercesalesDigital commerce is undergoing a similar shift16
  17. 17. Showrooming gained momentum in 2012;don’t expect the tide to turn in 2013.The smartphone-equipped, socially-connectedshopper is here to stay17
  18. 18. Mobile plays a rolethroughout every step ofthe customer journey.But it’s not just about shopping…18
  19. 19. Searches Googleon her iPhone for astore location.AwarenessViews the store’s mobilewebsite to get info on theproduct she is considering.EngagementLooks for a better dealusing the Amazon andeBay apps.ConsiderationScans a QR code onthe product packagefor an instant rebateConversionReads a mobile-optimized email alertingher to an insider-onlysale and heads back tothe storeLoyalty & AdvocacyThere’s a mobile aspect to everything customers do—sothere’s a mobile aspect to everything you do as a brand19
  20. 20. A few examples…So what does amobile strategylook like in action?20
  21. 21. Mobile strategy uses tactics to improve the humanexperience.People first, technology last.21
  22. 22. …it focuses on solving consumer needsAND brand goals…Accessible and relevant at key decision-making moments.22
  23. 23. …and it connects the dots between the digital andphysical worlds.E-commerce becomes “everywhere commerce”23
  24. 24. What are your goals for usingmobile in 2013?(Choose all that apply)Question #1a) Brand awarenessb) Product or service marketing/advertisingc) CRMd) Loyalty & advocacye) Sales24
  25. 25. What CMOs Need to Knowabout Mobile Strategy
  26. 26. Mobile is a complex, constantly evolvinglandscape26
  27. 27. But it’s not about mobile devices……it’s about connecting with people.In the right place. At the right time. With the rightcontent. Through the right interface……whether it be a smartphone, a tablet, a kiosk, or amultitude of connected devices, objects, and locations.About user experiences that connect the dots acrossall the touch points in your customer’s unique journey.Multiple channels. Multiple devices. Multiple locations.One connected conversation.27
  28. 28. Strategy should always come before tactics—especially when exploring unfamiliar territory.strat·e·gy /ˈstratəjē/Noun1.) A plan of action or policy designed to achieve a major or overall aim.2.) The art of planning and directing military operations and movements in a war or battle.Tactice.g. an iPad applicationStrategye.g. a multimedia, cross-platform set of user experiencesdesigned to enhance key CRM activities like accountmanagement, loyalty programs and support28
  29. 29. The challenge is to strategize the right tactics forthe context at hand.AWARENESS• Mobile web• Mobile search and advertising• SoLoMoENGAGEMENTCONSIDERATIONCONVERSIONLOYALTY• Mobile web• Mobile search and advertising• QR, Augmented Reality, SMS• Mobile web• Mobile apps• QR & SMS• Mobile coupons• Mobile web• Mobile apps• M-commerce and m-payments• Mobile apps (Earned and Owned)• Mobile email and SMS29
  30. 30. Mobile success lies in a harmonious balancebetween three interdependent spheresMarketplace AudienceBrandThe strategicimperative formobileThe Marketplace• Competitor activities• Available tactics• Market trendsThe Brand• Brand goals for mobile• Individual stakeholderwants and needs• Assets that can beleveragedThe Audience• Current customers• Aspirational customers• Mobile behaviorsthroughout the journey30
  31. 31. Mobile strategy stems from asking the rightquestions for each sphereMarket Analysis• What are yourcompetitors doing?• What tactics areavailable to you?• What are the mobiletrends in your particularvertical?Audience Analysis• How do your customersuse mobile?• How can mobile helpthem progress througheach phase of theirjourney?• How can mobilecement a closerrelationship with yourbrand?Brand Analysis• What do you hope toachieve with mobile?• What types of userexperiences and contentdo you need to create?• How do they integratewith your overall onlineand offline marketingmix?31
  32. 32. Examining the mobile behaviors of your customers through:• Primary research, such as focus groups and customer interviews• Secondary research sourced from 3rd-party providers…enables you to build Mobile Technographics and CustomerJourneys that illustrate how and where you can best engagewith them.Audience analysis: Mobile technographics &customer journeys32
  33. 33. Market analysis: Goals and assetsGauging the marketplace through:• Competitive analysis• Trend analysis (1st-hand and 3rd-party research)• A review of the mobile tactics at your disposal…determines the table stakes for your mobile strategy and theopportunities to create first-mover advantage.33
  34. 34. Brand analysis: Goals and assetsAssessing your internal mobile-readiness and goals via:• Stakeholder insights• A thorough assessment of your .com environment and contentassets…determine how quickly you can move forward and what yourKPIs should be for each tactic.34
  35. 35. All brands benefit from a comprehensivestrategic approach to mobileExamining the Audience, the Brand, and the Marketplace will yield a set of desirabletactics. Following a standard framework gathering the data and analyzing it will enable youto assign the proper priority each tactic and help them work together harmoniously.StakeholderInterviewsProject Plan Key Findings Strategy & RoadmapWeek 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10CustomerResearchTechnical andcontent auditsMobileTechnographicsCustomerJourneysMarketing Ecosystem analysisCompetitive analysisTacticalwish listStrategicPrioritizationStrategicRoadmap35
  36. 36. Question #2How urgent is your need formobile strategy? Do you:(Choose all that apply)a) Have significant .com traffic from mobile devicesb) Conduct any form of digital advertisingc) Have a brick and mortar locationd) Struggle with the performance of existing mobilewebsites, applications, or campaignse) Want to forge a positive, real-time connection withyour customers36
  37. 37. What CMOs Need to Knowabout Mobile Tactics
  38. 38. Moving forward with any mobile tacticnecessitates a certain amount of custom strategy.However, there are strategic insights that hold truefor individual tactics no matter what vertical you’rein or what kind of consumer you’re trying toconnect with.Understanding the strategic fundamentals ofmobile tactics will speed your path to success.Think strategically about tactics38
  39. 39. On Christmas Day 2012 in the United States, more smartphones andtablets were activated than on any other day in history—mobile is nowa tool of the everyday consumer.SMS: What CMOs need to rememberYet plain and simple SMS remains the mostpopular form of digital communicationworldwide.For CMOs, SMS is a formidable tool for:• Activating offline media in the Awarenessphase – e.g. billboards, print, TV, Radio.• Building and strengthening CRM in theLoyalty Phase with offers, alerts, statusupdates, location based alerts and otherforms of real-time communications.39
  40. 40. The mobile web is the primary and most widely and consistentlyaccessible touch point in the customer journey– to support it, CMOsneed to focus on:Mobile web: What CMOs need to remember• Action-oriented, info-rich smartphone content to support wayfinding and informationgathering in the Awareness, Engagement, and Consideration phases• Adjusting .com sites for optimal usability on tablets to support information gathering,content consumption, and purchasing throughout the entire journey40
  41. 41. Mobile apps: What CMOs need to rememberIf the mobile web is about getting to know your brand, mobile apps areabout having a relationship with it. CMOs are wise to focus on apps tosupport:• Enhanced shopping and purchasing behaviors in the Conversion phase• Content consumption in the Consideration phase• CRM activities in the Loyalty phase41
  42. 42. Mobile advertisingWhile mobile advertising plays many roles throughout the customer journey, itfunctions most effectively in the upper funnel when customers are getting toknow your brand. CMOs are wise to segment out their efforts by focusing on:• Mobile SEM: for direct response, intent-driven purposes such as sales, acquisition,and information capture in the Awareness, Engagement, and Consideration phases.• Mobile display, rich media and video: for brand awareness, and experientialcampaigns throughout all stages of the customer journey.42
  43. 43. SoLoMo: What CMOs need to rememberSocially oriented, location-based marketing technologies provide brands with theopportunity to create the most contextually relevant experience possible. CMOscan leverage this opportunity most effectively throughout the customer journey by:• Ensuring optimal smartphone and tablet usability of .com content to support trafficfrom social spaces• Providing locally-optimized web and app content whenever possible• Cultivating a presence on key SoLoMo web and app platforms+ +SO LO MO43
  44. 44. M-commerce and paymentsThe majority of m-commerce and m-shopping activities take place within thebrowser. To maximize conversions, CMOs should focus their efforts on:• Streamlining the smartphone .com experience to facilitate information gathering andproduct/brand assessment in the Consideration and Conversion phases.• Eradicating usability barriers that prevent tablet users from shopping and completingpurchases successfully in the Consideration and Conversion phases.44
  45. 45. QR codesQR and other types of image codes are powerful tools for injecting interactivityinto traditionally static media. When considering QR, CMOs should focus on• Using QR to add a digital layer tooffline media such as print,product packaging and out ofhome to provide users with a real-time conduit for informationgathering in the Awareness andEngagement phases.• Ensuring a high quality ofcontent—the post-snap experienceshould be mobile optimized andcontextually relevant to the actionoriented state of smartphoneusers.45
  46. 46. Mobile strategy will change over time to reflect Brand goals, Audience needs andthe ever-evolving Marketplace. You will revisit the process regularly to refineindividual tactics and your overall mobile strategy as a whole.Remember: Mobile strategy is an ongoing,iterative processIllustrative ExamplesMobile Strategy ProcessMobile WebSMS/MMSMobile AppsMobile Ads & SEMAugmented RealityGeo-targetedMarketingQR CodesMobile SEOApp MarketingOngoing Iterative RefinementRefactoring tactics based on market changes andcampaign insights.Marketplace• What are yourcompetitorsdoing?• What tactics areavailable to you?• What are themobile trends inyour particularvertical?Audience• How do yourcustomers usemobile?• How can mobilehelp themprogress througheach phase oftheir journey?• How can mobilecement a closerrelationship withyour brand?Brand• What do you hopeto achieve withmobile?• What types of userexperiences andcontent do youneed to create?• How do theyintegrate with youroverall online andoffline marketingmix?Tactical Execution46
  47. 47. Question #3What current mobile tactics hasyour brand put in to action?(Choose all that apply)a) Mobile websiteb) Mobile applicationsc) Mobile advertisingd) SMSe) Other (please explain)47
  48. 48. Q&ANoah ElkinPrincipal BeckerManaging Director, North AmericaMobile Marketing PasquaVP, MobileiCrossing, a Hearst online at
  49. 49. Q&AFull NameTitleCompanyEmailTwitter HandleFull NameTitleCompanyEmailTwitter HandleFull NameTitleCompanyEmailTwitter HandleMichael BeckerManaging Director, North AmericaMobile Marketing
  50. 50. • MMA Forum – San Francisco (January 29-30)• MMA Forum – New York (May 8-10)Visit for more details onfuture events and webinarsPlanning for 2013, contact Michael Becker to get involvedUpcoming Events & Programs50
  51. 51. "Nothing gets you closer to your consumer thanmobile. And nothing gets to closer to mobilemarketing perfection than Mobile Marketing: AnHour a Day.” — Greg Stuart, CEO, Mobile MarketingAssociation and Co-Author of What Sticks"Elkin and Pasqua expertly detail the mobilelandscape, tactics, and tools available to todaysmobile marketer. This is a must-read." — SaraHoloubek, CEO, Luminary Labs"This book is filled with clear, well thought-outstrategic guidance on all things mobile, with expertperspectives to help customize the strategy on anindividual business (and budget) level.” — JoyLiuzzo, President, Wave Collapse"This is now my go-to book for mobile. Not onlydoes it have the brain trust going for it, but it alsohas the data to back it up.” — Rob Garner, author ofSearch and Social: The Definitive Guide to Real-TimeContent MarketingThe BookMore information:www.mobileanhouraday.comBuy online:
  52. 52. Thank you!ADDITIONAL RESOURCESwww.icrossing.comwww.mobileanhouraday.comwww.rachelpasqua.comSign up for the for partners or get listed at theMobile Marketing Industry Directory:www.mobilemarketingindustrydirectory.com52
  53. 53. Thank you!ADDITIONAL RESOURCESFind out more at www.icrossing.comStay connected at greatfinds.icrossing.comJoin the conversation at thecontentlab.icrossing.comFollow us at a fan at our decks at